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CDK helps Cavendar Auto Group turn good ideas into great ones

CAVENDER AUTO GROUP | SAN ANTONIO, TEXAS

Sudden business growth prompted Cavender Auto Group to upgrade to a larger advertising package. Along with a larger media budget, Cavender also added a social media specialist and a video person to the internal team, and aimed to increase leads and drive traffic for its upcoming holiday season.

Brand Campaign with Video Bumpers and Mobile Retargeting.

SOLUTION DETAILS

YouTube had just introduced video bumpers, a nonskippable six-second advertising format at the start of videos. Cavender Auto Group and CDK Global were interested by the preliminary findings associated with this new format. In a test of more than 300 video bumper campaigns, Google found that 9 out of 10 drove a significant lift in ad recall. Drawing from his experience implementing both traditional and digital brand campaigns for multiple industries, CDK Strategist Taylor Katcher suggested

that the brief, offer- based video bumper ads could be more impactful when adding brand search terms to their SEM strategy. Over the next month they discussed the impact of delivering the bumper ads as part of an overall branding campaign. The Cavender team agreed. Working together, Cavender and CDK crafted “It’s About You,” a distinctive campaign designed to communicate Cavender Auto Group’s uniquely customer-centric way of doing business.

RESULTS

In the month that the offer-based video bumpers were launched, Cavender saw improvement in most metrics, including phone leads, VPD views, inventory searches, H&D visits, impressions, and site visits — for an overall increase of approximately 150 percent. Two months later, as new branding and branded bumper ads launched, the team also implemented enhanced mobile retargeting. By implementing Amazon Universal User IDs, we were able to more accurately retarget customers who had visited the dealer websites with branded retargeting ads.

This cost-effective strategy helped produce a 57 percent increase in site visits, a 50 percent increase in email leads, and a 46 percent increase in inventory searches.

CONCLUSIONS

Video bumpers can be an effective tactic as part of an overall branding campaign

Retargeting customers can be a cost-effective and powerful followup strategy

CDK expertise can help you make a good idea (like video bumpers) into a great one